The IPA brand campaign has been extremely successful, not just in terms of extending public awareness but also in a tangible and significant increase in member admissions, including students and members of practices, as well as increased recruiter awareness. I am pleased to announce that the campaign, which included mass media advertising (television, radio, magazines, billboards, Qantas in-flight television and other mediums), will enter its second phase early in the 2012/13 year.
Reflecting on our achievements
Achievements include the launch of My Public Accountant. This is a wonderful initiative that enhances accounting practice networking under a single consistent brand, helping participating practices build their profile with local communities and clients. This network has become the largest uniquely branded accounting practice network in Australia, with more than 3,500 practices. My Public Accountant provides members with a suite of solutions and practical tools, including access to the IPA’s Financial Services Package.
With the IPA’s focus on being the credible voice for small business, the launch of I Love Small Business in June was another great achievement. This initiative is now cemented as a special day in the annual calendar, recognising the effort of small-business people and the contribution they make to the Australian economy.
Finally, I am pleased to announce that the next national congress of the IPA will be held from 7 to 9 November 2013 at the Hyatt Regency, Sanctuary Cove. This will be a ‘must attend’ conference for public accountants in 2013, and I am certain that spaces will fill fast. Invited guests will include the Australian Prime Minister, senior ministers, key regulators, policy decision-makers and influencers. I hope to see you all there.
